With the biggest shopping event of the year only a few days away, there’s still time to optimize your Black Friday and Cyber Monday social media campaigns. To help, we’ve taken a look at the Fluent audience to gain a better understanding of their holiday shopping behaviors and purchase intent. As a leading performance marketing company, Fluent creates media experiences to engage with nearly one million consumers a day.

When are they shopping?

This year retailers can expect a jolly holiday season with the average household expected to spend $1,500. Of those surveyed, almost 22% started their holiday shopping as early as July’s Amazon Prime Day. With high-volume traffic in advance of the holidays, advertisers should consider testing their strategies early in order to be fully prepared for the holiday season.

Alternatively, if you are advertising to those who kick off their holiday shopping on Black Friday and Cyber Monday, consider these quick wins to get the most out of your budget.

Where are they shopping?

44% of those surveyed prefer shopping at a physical store location. As an advertiser with both an online presence and brick and mortar, it is important to bridge the gap between the online and offline shopping journeys. Facebook store traffic objective is a great way to support these holiday shopping behaviors and increase your sales.

Why are they buying?

There are many factors that entice online shopping, from brand loyalty to product reviews. The Fluent audiences’ most enticing, are the deals. 42% of those surveyed have purchased because there was free shipping and 30% were enticed by flash sales or discounts.

All the more reason to retarget those cart abandoners with free shipping or your must-have Black Friday deals!

What are they buying?

The subscription industry has proven to be more than just a trend. Sales have increased nearly 100% every year and streaming subscriptions are at an all-time high. In fact, 55% of homes in the U.S. are spending $2.1 billion monthly on services like Netflix, Amazon Prime Video and now Disney+. This year, why not give the gift of a subscription?

*Scroll down to see the most popular gift to give this holiday season 👇

Infographic on Holiday Shopping 2019: Pre-Black Friday Findings
link to download infographic


The holidays are the busiest and most crucial time of year for businesses. Identifying your customers holiday shopping behaviors and intent is important for a successful marketing strategy. To learn more, connect with one of our experts and make the most of your holiday budget!

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